The Amazon Partner Network

AgendaAPN: The Amazon Partnership Model• Intro to the APN• Technology Partnership• Consulting Partnership• APN Resources

APN: Introduction to AWS Partner Programs• Tiers & Benefits• Programs• Upgrading• Training

1st Session : 14:15 – 15:15 2nd Session : 15:30 – 16:30

AgendaAPN: The Amazon Partnership Model• Intro to AWS for partners and the APN• Technology Partnership• Consulting Partnership• APN Resources

Our experience of the W. European markets

We are here

Data: Geoffrey Moore, all rights reserved

Customer insights

• High demand for «solutions» by our customers– A combination of a business application and a migration to AWS– Majority of our observed customer demand

• Still some guidance required on how to use AWS– Advanced usage of AWS – Mostly for R&D purposes

AWS current growth

AWS is a large and rapidly growing business. Q4 2015 revenue for the AWS segment increased 69.5% y/y to $2.4 billion with 28.5% operating margin, making AWS nearly a $10 billion run rate business (actual: $9.6 billion).

AWS is the fastest enterprise IT vendor to reach a $10 billion run-rate.

What are the Main Goals of the APN?• Help your firm drive revenue on

AWS by providing tools and resources you need

• Provide Programs designed to support your unique business objectives

• Enable you to differentiate on AWS based on your areas of expertise

• Connect you to customers and prospects

How is the APN Structured?

ISV Acceleration

Professional ServicesProfessional service firms that help

customers design, architect, migrate, or build new applications on AWS.

Product CompaniesCommercial software and cloud

service companies that build solutions that run on, are complementary to, AWS.

APN Consulting Partner APN Technology Partner

Authorized Government

Partner

Channel Reseller Partner

AWS Marketplace

Seller

AWS Test Drive

Managed Service Provider


Technology Partner Segmentation

Verticals

FSI &

Insu

ranc

e

M&

E

Bio

/Life

/HC

App/Dev

Issue Tracking

Testing

SCM

Dev Tools

MessagingComms

PaaS

Monitor

Network InfrastructureDatabase & Caching

Application Servers/MiddlewareSecu

rity

Man

agem

ent

Stor

age/

Bac

k U

pM

DM

Operating SystemInfrastructure Software

CRMContent Management

Collaboration

BPM

Big Data & Analytics

Finance & Accounting

HRM

eCommerce & Retail

ERP

Design & Engineering

Customer Engagement

Logistics (SCM)HPC

GIS

Gaming

Application/Business Software

Sell More

Sell Faster

Wallet Share

Reduce Costs

Go Global

Value for Technology Partners

Partner Engagement Cycle

Develop AMIs, Architecting for HA, Security, Performance License Portability, Utility

Pricing, SaaS, DevTest

Demand Generation, Lead Generation, Joint Sales Engagements, Content Creation

Self Service Documentation, L1 & L2 Support, TSANet

Utility

No long-term commitments. License is included in the metered AWS offering (i.e. Hourly on EC2). Scales based on use.

AWS Marketplace enables this for partners

License Mobility

Also known as Bring Your Own Licenses (BYOL). Customer acquires license from traditional channels for software running on AWS.

For known utilization

SaaS

License is managed at the application tier by the ISV.

AWS is part of the cost to supply the SaaS offering to customers

Free Trial

Trial Licenses to speed up the sales cycle & prove value of ISV solution

AWS Test Drive & Technology Partner GTMActivities

Technology Partner Licensing Models

• AWS Sponsored Technical Training for Partner

• Product Managers, Developers & Sales Engineers

• Product Development: Supporting the AWS costs associated with Design Win Dev

• Customer POC: Supporting the partner’s sales cycle

• AWS Sponsored Partner Lead Generation GTM

• Targeted campaigns to get new customers using Technology Partner’s solutions on AWS

• GTM funding for promotion of Free Trial campaigns.

Training & Certification

Proof of Concepts Free Trial

GTM Investment Areas

AWS Marketplace

• Launched in April 2012 • Catalog of software • Channel to sell to AWS

Customers

• Easy product discovery• Simplifies procurement• Deploy fast• Eliminate license mgt• One AWS bill• Consume hourly,

annually

• 35 Categories• 800 ISVs• 2,300 Listings• 143M Hours of software

consumed monthly


Our experience of the W. European Markets

We are here

Data: Geoffrey Moore, all rights reserved

Customer insights

• High demand for «solutions» by our customers– A combination of a business application and a migration to AWS– Majority of our observed customer demand

• Still some guidance required on how to use AWS– Advanced usage of AWS – Mostly for R&D purposes

Consulting Partner best practices

Packaged service & solution offerings

Fixed price migration

DevOpsworkshops

Security as a service

Consulting Partner collaboration

Examples of solutions

Solutions Examples of Technologies

Web Content Management

Microsoft, Wordpress, Drupal, joomla

E-commerce Magento, SAP Hybris, IBM Websphere

Business intelligence, Analytics

SAP Hana, SAS, Microstrategy, Tableau, Pentaho

Collaboration Microsoft, Atlassian

ERP Microsoft, SAP

CRM SAP, Pegasystems

Back-up, archiving, DR Commvault, Symantec

Migration Microsoft Windows, Suse, Red Hat, Apache Webserver, VMWare, HyperV

AWS provides the infrastructure for partners to deliver solutions to our customers

Foundation Services

Compute Storage DatabaseNetworkin

g

AWS Global Infrastructure Regions

Availability Zones Edge

Locations

Client-side Data Server-side Data Network Traffic

Platform, Applications, Identity & Access Management

Operating System, Network & Firewall Configuration

Customer content

Partner/customer

Focus on Quick Starts

Efficiencies from automation: Quickstart

Based on CloudFormationtemplates

Focus on Quick Starts : examples

Use cases Quick Starts

Web Content Management Sharepoint Server 2013

E-commerce Magento


SAP HANA, Cloudera EDH

Collaboration Lync Server 2013, Exchange Server 2013

ERP SAP B1 for SAP HANA

Business application layer

Data: http://aws.amazon.com/architecture/

Available AWS Marketplace listings

Use cases MP Listings

Web Content Management Microsoft Sharepoint, Wordpress, Drupal, joomla

E-commerce Magento


SAP Hana, SAS, Microstrategy, Tableau, Pentaho

Collaboration Microsoft, Atlassian

ERP SAP Business one

CRM SAP CRM

Data: https://aws.amazon.com

Business application layer

Contractual framework: reseller agreement

• Roles and responsibilities• Ability to sublicense AWS Services to end customers• Discount on AWS Services and Business or

Enterprise-level Support• High-level support (concierge)• Control over End-Customer relationships (support and

billing)

AWS

Reseller

Customer

- Licences AWS services- Bills- Supports (2nd line)

- Reports end-user information- Escalates support enquiries (2nd line)

- Sub-licences AWS services- Bills- Supports (1st line)

- Makes support enquiries

- Agrees to AWS licence terms

• Benefits for partners

= a Mutually beneficial agreementMore details: https://www.apn-portal.com/apex/ResellerResources?sfdc.tabName=01rE0000000AAzJ from the APN portal

Shared under NDA

• Can be combined with either customer agreement or enterprise agreements for special cases

• Direct relationship to AWS is maintained• Allows for sales alignement at end customer level • Advantageous termination clauses to AWS (e.g. Ability

to take over the accounts upon termination, termination for convenience clause)

• Benefits for AWS

https://www.apn-portal.com/apex/ResellerResources?sfdc.tabName=01rE0000000AAzJ

Consolidated billing underpins managed services on AWS

Consolidated Billing Process1. Reseller signs up for Consolidated Billing in the AWS Billing and Cost Management console, and designate your account as a payer account. Now your account can pay the charges of the other accounts, which are called linked accounts. The payer account and the accounts linked to it are called a Consolidated Billing account family. 2. Reseller adds linked accounts to the consolidated bill.3. Each month AWS charges payer account for all the linked accounts added to the consolidated bill4. Cost can be optimized at paying or linked account levels

More details: http://docs.aws.amazon.com/awsaccountbilling/latest/aboutv2/consolidated-billing.html

Check list for partners ready to help customers make the most of the cloud opportunity

• Propose and maintain packaged solutions to the market

– repeatable approach• Leverage our partner programs

– standard tier• Strong sales, support, and

marketing teams– With systems supporting

(CRM)• Under reseller agreement with

AWS

• Strong migration and business applications skills to build the relevant solutions to AWS customers

• Strong delivery and support teams

• Knowledge of AWS: certified staff

• Senior technical sponsorship

Business check-list Technical check-list


Utilize the APN Portal

There are lots of resources available to you through the APN Portal

APN Portal• Webcasts • On-Demand Training• Training Discount• Marketing Tools • Content Syndication• Register Opportunities• Download Content• Apply for AWS Competency• Upgrade APN Tier

aws.amazon.com/partners

Partner Communications

• APN Webpages• APN Blog• APN Newsletter• APN Twitter• APN Portal

APN Partner WebinarsWeekly partner-oriented webinars focused on educating and enabling partners in key areas.

� Weekly webinars, educating thousands of partners

� Hear directly from AWS technical & Business thought leaders

� Flexible format and hours for Partners, including: Office Hour & Hot Topic

http://aws.amazon.com/partners/webinars/

http://aws.amazon.com/partners/webinars/

Content on the APN Portal

• A wealth of business and technical enablement content

• Includes early releases of AWS Quick Start guides

• Specific content only available for APN Partners

• AWS Training guides• Syndicated web content• Marketing collateral

Amazon Partner Network Marketing Centre

Marketing ToolkitThe Marketing Toolkit is available to APN Partners to provide options in integrated joint marketing between AWS & Partners.

� Communication: AWS Newsletter, APN Newsletter, APN Logos, & Twitter

� Customer Facing Joint Webinars

� Enterprise Jointly Owned Case Study

� Turnkey Demand Generation with AWS Grid

Use AWS Branding

Find your AWS Logo

APN Portal – on the Content Page

What’s the Journey of Successful APN Partners?

• Build a Cohesive Business Plan

• Take Advantage of APN Resources

• Get AWS Trained and Certified

• Move up Partner Tiers

• Leverage APN Partner Programs

• Go-to-market support from AWS

AgendaAPN: Introduction to AWS Partner Programs• Tiers & Benefits• Programs• Upgrading• Training

As a reminder, the APN Structure:

Consulting PartnersProfessional services firms that help

customers of all sizes design, architect, migrate, or build new

applications on AWS

Consulting Partner Tiers:Premier

AdvancedStandard

Registered

Technology PartnersCommercial software and internet services companies that provide software solutions that are either

hosted on, or integrated with, the AWS Platform

Technology Partner Tiers:AdvancedStandard

Registered

Partners move through two interlocking frameworks

Partner tiers

• Four performance tiers based on training, customer engagements, and overall business investment on AWS.

• These tiers are: Registered, Standard, Advanced, and Premier.

APN competencies

• Highlight APN Partners in specialized solution areas: Big data, Oracle, SAP, Microsoft, Digital Media, etc…

APN Benefits Registered Tier

Premier

Advanced

Standard

Registered

Program Benefits

Marketing Support:9 Access to the AWS Grid:

Create jointly branded websites with AWS and execute turn-key email demand generation campaigns in minutes.

9 Access to Business, Technical and Marketing Content:Search from a repository of whitepapers, videos and presentations

9 Access to Educational Webinars:Conducted by Solution Architects, Partner Managers and marketing

9 Access to AWS syndicated marketing:This includes video, webinars, collateral downloads and AWS newsletter

Training Support:9 Free Technical and Business on-line training for Partners9 Earn AWS Business & AWS Technical Professional Accreditation9 Attain AWS Certification through the Global AWS Certification Program

APN Benefits Standard Tier

Premier

Advanced

Standard

Registered

Program Benefits

Marketing Support:9 Use of APN Logo & Company Profile in AWS Partner Director9 Access to AWS Grid and syndicated marketing

Business Enablement Support:9 Access to Partner Manager and Partner Solution Architects

Acceleration Program Support:9 AWS Test Drive: program & AWS credits 9 Can apply for Fast Track , Reseller & SaaS Partner Programs

Training and Development Support:9 $2,500 Free AWS Credits

Premier

Advanced

Standard

Registered

Program Benefits

Marketing Support:9 Use of APN Logo and Company Profile in AWS Partner Directory9 Featured Listing in the AWS Partner Directory9 Eligible for AWS-Written Case Study Featuring Partner9 Priority Access to Conduct AWS Customer-Facing Webinars

Business Enablement Support:9 Access to Partner Manager, Solution Architects and NDA Roadmap Webinars

Acceleration Program Support:9 AWS Test Drive: program & AWS credits 9 Can apply for ISV, Reseller, SaaS, Accel & competency Partner Programs

Training and Development Support:9 Can apply for AWS Training Subsidies, enablement tools and Partner Educate9 $2,500 in Free AWS Usage Credits (POC, Development & Test)

APN Benefits Standard Tier

AgendaAPN: Introduction to AWS Partner Programs• Tiers & Benefits• Programs : acceleration, competencies,

SaaS, reseller programs• Upgrading• Training

Premier

Advanced

Standard

Registered

Delivery Model ExpertiseExperiencePartner Type

AWS Partner Programs

Channel Programs

MSP Program

SaaS Program

Competency Program

Government Program

Test Drive

AWS MarketplaceConsulting

TechnologyGTM Resources

Go-To-Market

PartnerNetwork

APN Partner Acceleration Programs

AWS Partner Journey

+ APN Standard: Offering Dev & POC free usage

Acceleration Programs Plan

APN FastTrack

$StandardRegistered Advanced Premier

Phase 1 – EnablementTraining DiscountsDevelopment/Sandbox and Support CreditsLab Tokens

Technical Certification Exam VouchersAdditional Development creditsJoint GTM

Market Development FundsPOC CreditsAWS Sales Team introductions

APN FastTrack

Phase 2 – Readiness & GTM

APN Acceleration Benefits

Training and Certification supportFree AWS usage for Solution Development and Innovation Sandbox

Partner GTM Plan funds Demand Gen Program Events & SponsorshipsPartner Case studiesJoint WebinarsSyndicated ContentAWS Test Drive

POC tools, SA, ProServ and program resourcesProfessional Services funding for POC and Migration Accelerators AWS Promotional Credits Free AWS usage to support customer trials APN TestDrive & Push to POC credits

Training & Enablement

MDF & Demand Gen/Leads

POC, Demo & Free Trials

©2015, Amazon Web Services, Inc. or its affiliates. All rights reserved. Amazon Confidential.

Premier

Advanced

Standard

Registered



Channel Programs

MSP Program

SaaS Program

Competency Program

Government Program

Test Drive



Go-To-Market

PartnerNetwork

http://aws.amazon.com/partners/competencies• Differentiates APN Partners to AWS Customers• Validated based on:

• Customer success, AWS Certifications, technical readiness, AWS product or practice review, customer references

APN Competency Program

http://aws.amazon.com/partners/competencies

Current APN Competencies

Marketing & Commerce Storage

Life sciencesHealthcare SAP Oracle

Big data

Microsoft

Digital media

Security

DevOps

Mobile

Premier

Advanced

Standard

Registered



Channel Programs

MSP Program

SaaS Program

Competency Program

Government Program

Test Drive



Go-To-Market

PartnerNetwork

AWS SaaS Partner Program

Benefits Stage APN Tier

SaaS Community Webinar SeriesSpecialized Technical Content

Technical and Business Office HoursLearn

BuildAccess to Product Development FundingSaaS Specific Reference Architectures

AWS Training & Certification

GrowMarket Development Funding

Access to Sales Alignment Initiatives Investment in Lead Generation Campaigns

Premier

Advanced

Standard

Registered



Channel Programs

MSP Program

SaaS Program

Competency Program

Government Program

Test Drive



Go-To-Market

PartnerNetwork

AWS Channel Reseller Program

• The AWS Channel Reseller Program isdesigned for APN Consulting Partners who have built their AWS practice to include professional services and management of end customer AWS environments, such as: Managed Service Providers (MSPs), System Integrators (SIs), and Value-Added Resellers (VARs).

• AWS Channel Resellers value owning the customer experience from end-to-end for their AWS-based offerings.

Contractual framework: reseller agreement

• Roles and responsibilities• Ability to sublicense AWS Services to end customers• Discount on AWS Services and Business or

Enterprise-level Support• High-level support (concierge)• Control over End-Customer relationships (support and

billing)

AWS

Reseller

Customer

- Licences AWS services- Bills- Supports (2nd line)

- Reports end-user information- Escalates support enquiries (2nd line)

- Sub-licences AWS services- Bills- Supports (1st line)

- Makes support enquiries

- Agrees to AWS licence terms

• Benefits for partners

= a Mutually beneficial agreementMore details: https://www.apn-portal.com/apex/ResellerResources?sfdc.tabName=01rE0000000AAzJ from the APN portal

Shared under NDA

• Can be combined with either customer agreement or enterprise agreements for special cases

• Direct relationship to AWS is maintained• Allows for sales alignement at end customer level • Advantageous termination clauses to AWS (e.g. Ability

to take over the accounts upon termination, termination for convenience clause)

• Benefits for AWS

https://www.apn-portal.com/apex/ResellerResources?sfdc.tabName=01rE0000000AAzJ

AgendaAPN: Introduction to AWS Partner Programs• Tiers & Benefits• Programs• Upgrading• Training• Partner Highlight: Partner Name

Update Your Partner Directory & Scorecard

Trouble ticket:

https://www.apn-portal.com/apex/PartnerPortalContactUs

http://www.aws-partner-directory.com/

https://www.apn-portal.com/apex/PartnerPortalContactUs

http://www.aws-partner-directory.com/

Upgrade Your APN Tierhttp://aws.amazon.com/partners/

Apply for Upgrade

Showcase your book of business

Opportunities

Opportunities

AgendaAPN: Introduction to AWS Partner Programs• Tiers & Benefits• Programs• Upgrading• Training

Expand Your Cloud Skills with AWS

Certification

aws.amazon.com/certification

Validate technical skills with the AWS platform and

gain recognition for your expertise

Online videos and labs

aws.amazon.com/training/intro_series

Start working with an AWS service in minutes withfree online instructional

videos and labs

aws.amazon.com/training/course-descriptions

Instructor-led courses

Learn to design, deploy,and operate highly available,

cost-effective, and secureapplications on AWS

http://aws.amazon.com/certification

http://aws.amazon.com/training/intro_series/

http://aws.amazon.com/training/course-descriptions/

Expand Technical Skills with Training

Visit aws.amazon.com/training for course descriptionsGo to www.aws.training to view the global class schedule

http://aws.amazon.com/training

https://www.aws.training/

Training for APN Partners - Business

Learn more at aws.amazon.com/partners/overview/partner-training

Accreditation

Accreditation

Business Development Roles5 hours | Online Modules & Assessments

AWS Business Professional

AWS Technical Professional

Technical Business Development Roles5 hours | Online Modules & Assessments

AccreditationAWS TCO and Cloud Economics

AWS Business or Technical Roles3 hours | Online Modules & Assessments

AWS Partner Solutions Training

AWS Business Professionals 1 day | Instructor-Led Training

81

Find Partner Training

Visit aws.amazon.com/partners/training for details and resources

• Log into your APN Portal account• Go to Training tab• Enter AWS Training Portal• Free e-Learning & Accreditations• 20% off AWS-delivered instructor-led

training classes

Validate Expertise with AWS Certification

Visit aws.amazon.com/certification for exam details

Calls2Action

Calls2Action

• Create a partner account on https://aws.amazon.com/partners/

• Book trainings• Upgrade to Standard Tier• Sign up for Programs

Edouard Chabrol [email protected]